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Phantom brands haunting our supermarket shelves as home brand in disguise

  • Written by Gary Mortimer, Associate Professor, Queensland University of Technology

There was a time when shoppers could easily differentiate between supermarket private labels and proprietary branded products, however new “phantom brands” appearing on supermarket shelves are clouding the waters. These are private supermarket label products without any reference to the supermarket’s brand or logo.

Despite...

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